Last week we sat down with Andrew Haigh, Managing Partner of the Entrepreneurs Client Group at Coutts, to talk about the bank’s digital strategy following its research into the importance of reputation last year.

Each year the group looks closely at one subject and produces a comprehensive collection of various viewpoints and learnings, which forms the basis for most of its online activity for the year. Reputation Online recently covered 2008’s Face Value report and the fact that the outcomes still ring true. “It’s natural for our community to talk about reputation, as we’re a 300 year old business. The landscape and story has evolved since then, but clearly, we try to create things that have a shelf life of 18 months. Each year we have a theme, with the Entrepreneurs Client Group producing extremely rich content online as a result,” said Haigh.

Haigh spoke about his approach to the digital space in a broader sense, which is a refreshing take on what has become a bit of a ‘me too’ phenomenon. “Part of our business style is that we’re not focused online, it’s about in-person interface and individuality. Our online activity supports that, rather than drives it,” he added.

The content that Haigh and his team produce is focused and targeted to its audience, with a few key outcomes that are largely hosted on the Entrepreneurs Client Group website. The biggest is obviously the report itself. 2010’s focus is being discussed internally at the moment, with social enterprise and whether the nature of success has changed both front-runners for the theme. The site also contains client stories, which take the shape of podcasts produced by Coutts, and then there are the events that bring people together offline. Haigh is currently working on adding short films to the list, which are being created especially for the site, as well as a complete design refresh (bringing the website in line with a general re-skin of the main website).

On the subject of social media, Haigh isn’t convinced that it’s the right thing for Coutts, as he says that part of the bank’s appeal is being a member of a club and part of a broader community. “Our online activity isn’t so much about saying anything, but listening. Social media for a brand is so often about the former. In terms of connecting with clients, our bankers are talking to them every day and feeding their thoughts or ideas back to us to use as a basis for our content,” he continued.

As pointed out above, Coutts is a well-established business which has come through highs and lows alike. It’s an interesting journey for a such a traditional brand to move online, as Haigh explained; “it’s difficult for banks as we are service providers instead of selling a product. How do you build a story online without anything to show? That’s why we focus so much on one key message.”
Haigh also spoke of the fact that it was a leap internally for people to understand that content-creation would become part of their job roles, but stressed that it’s the fuel that builds the Entrepreneurs Client Group business. “ The challenge is that our client base is literally receiving a barrage of content every day. We have to be true to our role as a trusted content provider, and as such, produce little – but of high quality.”